Jaime Levy, Ux Strategist, Speaker and author of UX Strategy: Product Strategy Techniques for Devising Innovative Digital Solutions available in 6 languages and now also on Audible You can find Jaime on LinkedIn and on jaimelevy.com   ----------------- Katty: I’ve been watching your career trajectory, and I was super excited to see that you had written a book, UX Strategy and that the audio version has just come out. So I wanted to have a conversation about you, about the book, and how you started your path. One thing that I've noticed is this trend of reinvention with you from a designer to a strategist to an author to a public speaker to a professor, and how all of that's going to come together for you. I just found that fascinating, so I'd love for you to talk about your origin story and what's steps you've taken to come here. Jaime: Let's see. Well, I guess it started even before the browser when I was creating my floppy disk magazines, and I was a graduate student at NYU, and just really interested in nonlinear storytelling.  And then trying to invent this new medium like it was just this total insane dreamer thing. And I guess because of the floppy disk I made, I actually finished it, and then I successfully brought the product to market by selling it. A floppy disk that opened into a HyperCard or Director presentation. I know for all the newbies, they're like, “What are you talking about?” Don't worry, you don't need to know this old-school stuff.  But you know it used to be really hard to make interactive presentations, but the upside of all of that was that you could be the first or you could do something that is only mediocre in design. But because it was the first it was like “yay.”  That was how I started out. I was a horrible interface designer and a horrible coder. But I just kept pounding on these floppy disks, and then, the short version of it is Billy Idol bought one, and then it got launched as a commercial endeavor and then I got my gigs at EMI records and Viacom. And it all just kept going from there you know to eventually, doing an online magazine, and then getting a creative director role and just constantly working.  I really believe that if you just keep working, and applying yourself, and learning new things, that eventually you'll connect and get whatever it is that you want. Some job, or some gig, or an opportunity. And I think that relentlessness to persevere was something that has stayed with me, and I actually need to kind of manifest it now as I'm starting the next chapter of my career.  Before UX, it was called interface design and then after interface design, then it was web design and then after web design, then we had information architecture and interaction design. And by the time I got back to LA after 9/11 and the dot com thing crashed in New York, as well as, San Francisco and LA, I came back here and it seemed at that point I needed to focus.  And I should mention early on as a result of the (floppy) disk I was asked to be a part-time professor at NYU, and I did get flown around the country and the world, to speak at conferences, and I think like when you have that success when you start out you think that's normal. And so for me, it's just been catching up with my old normal, and it's a curse and a blessing, and the blessing is obvious because you're like, oh, I just want to continue to be a public speaker, I want to continue being known or recognized for my work. But the negative consequences, it's an addiction, it's like a high that you set here and you think, Oh, I always have to be at this level of an overachiever. And so, you know, in that sense I feel like I didn't engage in my own personal life, you know because I sacrificed it for my career so much and didn't really like relax into it until my 30s when I got back to Los Angeles. Katty: Interesting. I saw you actually speak about it in one of your talks. I think was your Brazil talk about being an overachiever and wha